As a result of the pandemic, the world has transformed. During the first wave of the Covid-19 epidemic, the advertising industry likewise experienced a slowdown. Due to the festive season and a positive consumer sentiment there was a recovery in the TV advertising volumes from Oct’20 onwards.
Television advertising was revived and set back on track during the months of January and February of 21. Wave II of the pandemic, which struck between Mar-May ’21 was more severe than Wave I, occurred between Mar-May’20. However, the lessons learnt from Wave I benefited industry in mitigating the severity of Wave II.
Production of shows and other events was unimpeded by the lockdown. As a result, Wave II had a lesser impact on television advertising unlike Wave I.
Ad Volumes saw a drop of 31% in Mar-May’20 over Mar-May’19 but recovered with a notable 74% growth during Oct- Dec’20 over Mar-May’20, according to the data released by AdEx India, a division of TAM Media Research.
As per the data, during the Festive season i.e. Oct-Dec’20 ad volumes on TV recovered with a notable 74% growth over Mar-May’20.
4 out of Top 5 categories were common across all the 4 periods. i.e. Toilet Soaps, Toilet/Floor Cleaners, Toothpastes and Washing Powders/Liquids. Top 50 categories contributed in the range of 67% to 72% share of Ad Volumes during different Phases.
160+ categories observed growth in Ad Volumes on Television during Wave II vs. Unlock Phase while compared to Wave I, there were 260+ categories with a positive trend of Ad Volumes. Toilet/Floor Cleaners and Aerated Soft Drink were common among the top 5 growing categories on TV.
In the Unlock Phase, active Advertisers and Brands were up by 18% and 20% respectively compared to Wave I. During Wave II, the number of Advertisers and Brands saw a marginal rise compared to Wave I. 1900+ and 2200+ exclusive advertisers registered on Televisions in Wave II compared to Wave I and Unlock Phase. Symphony and Whitehat Education Technology were the top exclusive advertisers.
